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5) Criteria for Evaluating Secondary Data i. Specifications: Methodology Used to Collect the Data i. Specifications: Methodology Used to Collect the Data ii. Error: Accuracy of the Data ii. Error: Accuracy of the Data iii. Currency: When the Data were collected iii. Currency: When the Data were collected iv. Objective(s): The Purpose for Which the Data were Collected iv. Objective(s): The Purpose for Which the Data were Collected v. Nature: The Content of the Data v. Nature: The Content of the Data vi. Dependability: Overall, How Dependable are the Data vi. Dependability: Overall, How Dependable are the Data

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II.Psychographic Lifestyle Data -Interest in golf -Interest in snow skiing -Interest in book reading -Interest in running -Interest in bicycling -Interest in pets -Interest in fishing -Interest in electronics -Interest in cable television There are also firms such as Dun & Bradstreet and American Business Information which collect demographic data on businesses.

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Statistical Data Published Secondary Data General Business Sources Government Sources Guides Directories Indexes Census Data Other Government Publications A Classification of Published Secondary Sources Secondary Sources Fig. 4.2

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American Business Information: Here, There, and Everywhere RIP 4.2 American Business Information Inc. markets subsets of its data in a number of forms, including the professional on-line services (LEXIS-NEXIS and DIALOG), the general online services (CompuServe and Microsoft Network), the Internet (look-ups), and on CD-ROM. The underlying database on which all these products are based contains information on 110 million residential listings and 11 million business listings. ABI also assigns credit scores to company listings. The ABI database most business researchers are familiar with are the American Business Directory and the Canadian Business Directory.

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The New York Times on the Web: A New Way to Target Consumers RIP 4.3 The New York Times Electronic Media Company offers The New York Times on the Web database information to advertisers in a manner that enables firms to leverage the site’s 2 million registrants. The database contains demographic information, such as age, gender, income, and Zip code, that ties to an e-mail address for each of the members. This new database marketing system can identify and customize user groups, target web messages to specific segments of the population, and adjust the message based on audience reaction. It can also increase targeting opportunities through third-party data or additional information supplied by the user.

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. For example, the database enables an automobile firm to emphasize safety to older customers, luxury to affluent ones, and roominess to families. The system is set up so that near real-time data can be received from the web that indicates how well ads are performing relative to age, gender, and income characteristics. Thus, this system allows a firm to maintain up-to-date information on audiences in order to position its products effectively.

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International Organizations Domestic Organizations in the United States International Secondary Data International Organizations in the United States Organizations in Foreign Countries Government Sources Nongovernment Sources Governments Trade Associations A Classification of International Sources Fig. 4.5

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